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Advanced Media Planning
Advanced Media Planning
Author: John R. Rossiter, Peter J. Danaher
Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essentia...  more »
ISBN-13: 9780792382188
ISBN-10: 0792382188
Publication Date: 7/31/1998
Pages: 112
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Publisher: Springer
Book Type: Hardcover
Members Wishing: 0
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